Watch: 10 Questions About Social Media Marketing with Roger Graham of Hootsuite

Social media marketing has grown as brands realise the value of social for their online initiatives. Whether you're a B2C or a B2B company, it's a great way of interacting with customers in this digital age.

But what does it take to win with social?

For this month's 10 Questions About Digital, we spoke to the masters of social media themselves. Director of Growth and Marketing APAC at Hootsuite, Roger Graham fills us in on the 3 elements behind good social media marketing and more:

https://www.youtube.com/watch?v=t23LV9S1eLg

Be authentic 

Social media marketing is about creating an exceptional customer experience, as well as building brand awareness online. Opening up and injecting some fun and humour in your brand voice can go a long way in connecting with your customers. One of the biggest pitfalls businesses face is setting up their social media accounts, but forgetting to sound genuine to their customers.

Understand your audience and your channels 

A successful marketer knows where and how to engage a brand's customers. First of all, find out which social media platforms your target audience is most active in, and then decide what content performs the best on those platforms. Pay attention to which social channels perform best for your brand.

The best type of content resonates with your audience, so get to know your customers before you start posting! Video is one of the best performing content on social.

Track, track, track 

To see if your social media marketing campaigns are aligned with your business goals, it's important to map your conversion rates. There are many analytics offerings on the web that can help measure these things, such as Digimind Social, Hootsuite, and Google analytics.

And it's not just about your conversion rates. Another important thing to look out for is the kind of conversations your customers are having online. With social media thriving around the clock, the last thing you would want is to miss an opportunity for engagement, or worse, a negative post that should be rectified early.